Remember when Tom Ford’s team said that they’re “planning on something different and special” for this season? He sure did exceed all expectations.
Just when we thought he’d be skipping fashion weeks again this season, he dropped the big reveal: His spring/summer 2016 show is actually a music video with Lady Gaga and and a handful of models strutting—no, dancing—on the online runway.
In an attempt to break away from the usual fashion week template, Tom Ford’s Soul Train-inspired video features his oversized and metallic pieces. While the designer provided the fashion (it’s styled by Carine Roitfeld, by the way), Lady Gaga and musician Nile Rodgers provided the music via a revamped version of Chic’s1978 hit “I Want Your Love.” The disco-themed music video was directed by esteemed photographer and fashion film producer Nick Knight.
“Having a runway show has become so much about the creation of imagery for online and social media and watching a filmed fashion show can be like watching a filmed play [which is never very satisfying],” the designer said in a statement. “It was a great deal of fun to do and I think that the video captures the spirit of the collection in a way that a filmed traditional show would not have.”
While other brands like French fashion house Givenchy showed at New York Fashion Week and Adidas teaming up with Kanye West for another surprise show, it seems like the brands are looking to find new ways to present their collections. Is it a marketing ploy? Maybe. Is it working? In terms of buzz, for sure.
[Complex]
Photo courtesy of Mashable